Brand Portfolio Management: Concepts and Applications

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Most big companies offer multiple brands to their customers. The reasons for having many brands are – targeting different market segments, taking on competitors for a brand-to-brand confrontation, tapping new markets, limitations of extending an existing brand and offering different brands at different price-points within a single product category. Thus, over a period of time a large brand portfolio gets built up. From the corporate perspective, it is important to have an overall synergy in the brand portfolio. Successful brand portfolio management involves leveraging the strengths of all the brands so that they complement one another and lend the corporate an overall strength. This is not the case always, however. Rationalization of the brand portfolio, therefore, is resorted to, to handle the imbalances. Brand portfolio rationalization involves pruning the portfolio in such a way that the strategic corporate goals are not ignored while being in tune with the market realities.

ABOUT THE AUTHOR K. Suresh

K Suresh (b. 1967) is a mechanical engineer and an MBA from Osmania University. He has eleven years of work experience in industrial marketing, business journalism and as faculty in a business school at Hyderabad. During his stint in business journalism, he covered launch, distribution, promotion and other marketing issues of several products across different categories. His areas of interest are advertising, marketing strategy and rural marketing. He has been a regular contributor to ICFAI magazines on marketing and advertising. At present, he is working as a faculty member at ICFAI Books, an affiliate of the ICFAI University. He has edited several books published by the ICFAI University Press.